Role
Aaron is an Associate Professor in Marketing at Nottingham Business School, Nottingham Trent University.
Career overview
Aaron has previously held academic positions in Macau (Macau University of Science and Technology; Institute for Tourism Studies [IFT]), Netherlands (Breda University of Applied Sciences) and a few UK HEIs (Bournemouth, University of South Wales, Huddersfield).
Research areas
Cultural heritage management and marketing
Migrant travel behaviour
Sustainable travel experience
Visitor experience design & management
Strategic management & marketing
Sustainability marketing
Special interest markets
Cross-cultural marketing in tourism and hospitality contexts
Publications
For more information, click here.
Refereed Journal Articles:
Zhang, C., Yankholmes, A., & Morgan, N. (2022) Promoting postcolonial destinations: paradoxical relations between decolonization and ‘East meets West’. Tourism Management https://doi.org/10.1016/j.tourman.2021.104458
Yankholmes, A., McKercher, B., & Williams, N. (2021). A latent class approach to examining migrant family travel behavior. Tourism Management https://doi.org/10.1016/j.tourman.2021.104387
Filimonau,V.,Todorova, E., Mzembe, A., Sauer, L., & Yankholmes, A. (2020). A comparative study of food waste management in full service restaurants of the United Kingdom and the Netherlands. Journal of Cleaner Production https://doi.org/10.1016/j.jclepro.2020.120775
Yankholmes, A., & McKercher, B. (2020). Migrants’ identify and subsequent travel behaviour. International Journal of Tourism Research, 22(5), 537-550 https://doi.org/10.1002/jtr.2354
Yankholmes, A., & McKercher, B. (2019). The impact of self‐concept and place attachment on migrants' travel. International Journal of Tourism Research, 1-13, https://doi.org/10.1002/jtr.2267
McKercher, B., Yankholmes, A. (2018). Travel as learned behaviour: Western migrants in Hong Kong and Macau. Tourism Management, 67:191-200. https://doi.org/10.1016/j.tourman.2018.01.006
Yankholmes, A. (2018). Tourism development as an exercise in three-dimensional power: Evidence from Ghana. Tourism Management Perspectives, 25: 1-12, https://doi.org/10.1016/j.tmp.2017.11.001
Yankholmes, A., & Timothy, D.J. (2017). Social distance between local residents and African-American expatriates in the context of Ghana’s slavery-based heritage tourism. International Journal of Tourism Research, 1-10. https://doi.org/10.1002/jtr.2121
Akyeampong, O., & Yankholmes, A. (2016). Profiling masquerading festival attendees in Ghana. Event Management, 20: 285-296. http://dx.doi.org/10.3727/152599516X14643674421933
Yankholmes, A. (2016). A look at the consumption behaviours along Ghana’s Slave Routes. Tourism Recreation Research, 41: 1-11. https://doi.org/10.1080/02508281.2016.1189736
Yankholmes, A., & McKercher B. (2015). Understanding visitors to slavery heritage sites in Ghana. Tourism Management, 51: 22-32. https://doi.org/10.1016/j.tourman.2015.04.003
Yankholmes, A., & McKercher (2015). Rethinking slavery heritage tourism. Journal of Heritage Tourism, 10: 233-247. https://doi.org/10.1080/1743873X.2014.988159
Yankholmes, A. (2014). Publish or perish: African scholarship in the field of tourism and hospitality studies. Tourism and Hospitality Research, 14: 97-107. https://doi.org/10.1177/1467358414536180
Yankholmes, A. (2013). Residents’ stated preference for scale of tourism development in Danish-Osu, Ghana. Cities, 31: 267-275. https://doi.org/10.1016/j.cities.2012.07.005
Yankholmes, A.K.B.& Shanshan L. (2012). Leisure and education in Ghana: an exploratory study of university students’ leisure lifestyles. World Leisure Journal, 54: 58-68. https://doi.org/10.1080/04419057.2012.668044
Yankholmes, A., Boakye, KAA., & Wellington, HNA. (2010). ‘Awusai Atso’: community attachment to the use of Transatlantic Slave Trade resources in Danish-Osu, Ghana. Journal of Heritage Tourism, 5: 49-67. https://doi.org/10.1080/17438730903484176
Yankholmes, A. (2010). Residents’ perceptions of tourism impact in Danish-Osu, Ghana. Journal of Educational Travel, 1: 33-50 Yankholmes, A., & Akyeampong, OA. (2010). Tourists’ perceptions of heritage tourism development in Danish-Osu, Ghana. International Journal of Tourism Research, 12: 603- 616. https://doi.org/10.1002/jtr.781
Yankholmes, A., Akyeampong, OA. & Dei, LA. (2009). Residents’ perceptions of Transatlantic Slave Trade attractions for tourism development in Danish-Osu, Ghana. Journal of Heritage Tourism, 4: 315-329. https://doi.org/10.1080/17438730903186441
Book Chapters:
Yankholmes, A. (2022). The Transatlantic Slave Trade: Africa’s Epitomous Heritage Tourism. In Cultural Heritage and Tourism in Africa. Routledge.
Yankholmes, A. (2022). Slavery Heritage. In Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing. Yankholmes, A (2018). Leisure in Ghana: Whence and Whither? In K.A Henderson and Sivan, A, Leisure from International voices (pp.53-62). Sagamore Venture, Urbana, IL.
Yankholmes, A (2017). The articulation of collective slave memories and ‘home’ among expatriate diasporan Africans in Ghana. In S. Marschall, Tourism and Memories of Home: Migrants, displaced people, exiles and diasporic communities (pp.222-245). Channel View Publications Ltd, Bristol, UK. https://doi.org/10.21832/9781845416041
Yankholmes, A. (2016) “Publish or perish” - Academic productivity of Africa-based scholars in tourism and hospitality. In M. Novelli (ed.), Tourism and development in Sub-Sahara Africa: Current issues and realities (pp.85-89 [online]).
Contemporary geographies of leisure, tourism and mobility. London and New York:
Routledge. del Valle Doistua, R.S., & Yankholmes, A.K.B. (2011). Valor del ocio en los jóvenes universitarios: un análisis desde las practicas. In A. M. Ortuzar & J.C. Amigo (eds.), Los valores del ocio: cambio, choque e innovación (pp. 137-157). Bilbao: Universidad de Deusto
Non-refereed published work:
Yankholmes, A. (2016). Will Macau’s casino-based tourism revenue bounce back? Tourism Society Journal, 166 (Autumn), 25: 25
Press expertise
Sustainability marketing
Sustainable tourist behaviour
Cross-cultural marketing